The yellow Labrador in Budweiser’s 2024 Super Bowl commercial is Roy Hawn Russell, the dog adopted by Goldie Hawn and Kurt Russell in 2020. The spot, titled “Old-School Delivery,” follows Roy and a team of Budweiser Clydesdales as they battle a snowstorm to deliver beer to a small-town bar.
What is the Budweiser commercial called?
Budweiser’s Super Bowl LVIII commercial is titled “Old-School Delivery.” It aired during the 2024 game and deliberately returns to the brand’s familiar Clydesdale imagery and old-fashioned delivery storytelling.
Who is the yellow Lab?
The Labrador is Roy Hawn Russell, owned by actors Goldie Hawn and Kurt Russell. The couple adopted Roy in 2020. After seeing the commercial, they identified him publicly; Hawn celebrated his Super Bowl debut on social media, while Russell was shown cheering for the dog.
What happens in “Old-School Delivery”?
A delivery threatened by a snowstorm
A severe snowstorm puts a Budweiser delivery to a small-town bar at risk. The familiar Clydesdales are unable to complete the job alone, setting up the commercial’s central problem.
#1 Best Overall
- CELEBRATE THE 91st ANNIVERSARY OF THE INTRODUCTION OF THE CLYDESDALES- On April 7, 1933, Auggie and Adolphus Busch gifted to their father a team of Clydesdale horses to celebrate the repeal of Prohibition! This present drove the father to tears and has since been the iconic symbol of the Anheuser Busch brand for 91 years.
- PURCHASE YOUR LIMITED EDITION, 91st ANNIVERSARY “CLYDESDALE EDITION” MUG WHILE SUPPLIES LAST- Sure to sell out fast, once this edition sells out the molds will be broken. Featuring an image of the original horse team with fleece clad drivers and a close up of the original gift, this is a must have addition to any collectors showcase.
- EACH COLLECTORS BOX HAS A CERTIFICATE OF AUTHENTICITY - Every stein is packed with care and includes a custom designed gift box and certificate of authenticity – the perfect holiday gift for any Bud or Bud Light fan.
- REMARKABLE DETAIL IN THE IMAGING - Critics are in alignment that this 901 th anniversary stein shows realistic detail and imaging that harkens back to artisanal craftsmanship. We take pride from the lessons learned in the early 20th century when people took time to appreciate the effort to create perfection; at Anheuser Busch we have taken the same pride in crafting the finest beers for almost 2 centuries.
- 16 OZ OF ARTISANAL QUALITY 3-D CERAMIC ART - This is the ideal gift for anyone who collects vintage beer memorabilia. Perfect for anyone who loves a fine glass of lager, pilsner, porter, stout, IPA or even cola.
The animals work together
Roy joins the Clydesdales and helps the team get through the snow. Their cooperation allows the beer to reach the bar, combining the Labrador’s new role with Budweiser’s established horse characters.
Who made the Budweiser Clydesdale commercial?
| Role | Credit |
|---|---|
| Advertiser | Budweiser, from Anheuser-Busch |
| Director | Henry Alex Rubin |
| Creative agency | FCB New York |
| Featured animals | Budweiser Clydesdales and Roy Hawn Russell, a yellow Labrador |
Rubin is an Academy Award-nominated filmmaker and an Emmy Award-winning commercial director. The creative uses the Clydesdales as a bridge to Budweiser’s advertising history while introducing Roy as the problem-solving partner.
Rank #2
- 41st anniversary edition stein in the annual series of collector steins
- Each 2020 Budweiser Clydesdales Holiday Stein includes a custom-designed branded gift box and a certificate of authenticity
- Handcrafted ceramic beer stein expressly for Anheuser-Busch, Inc
- Artwork features intricate designs of the classic Budweiser Clydesdales and famous Anheuser-Busch St Louis Brewery
- Height: 7 inches, top diameter 3 1/2 inches, bottom diameter 4 1/4 inches
Why the ad leans on Clydesdale nostalgia
The commercial’s appeal comes from recognition as much as plot. Viewers already understand what the Clydesdales represent for Budweiser, so the snowstorm creates a clear obstacle without requiring a complicated premise. Adding a Labrador gives the familiar format a new character and a straightforward emotional payoff.
Associated Press quoted Villanova School of Business marketing professor Ray Taylor describing the approach as “paying tribute to its history, in America.” He also called the Clydesdale theme a “can’t miss strategy” for a major brand with such iconic characters.
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Rank #3
- Budweiser Holiday Stein Series.
How the commercial performed
YouGov’s 2024 Super Bowl Ad Showdown placed Budweiser’s commercial No. 4 among its top 10 ads. In YouGov BrandIndex’s comparison of February 5–11 with February 12–18, 2024, Budweiser recorded the following changes:
| BrandIndex measure | Reported change |
|---|---|
| Ad Awareness | +8.2 points |
| Buzz | +5.9 points |
| Consideration | +2.2 points |
YouGov attributed the lifts to the nostalgic Clydesdale-focused creative. These figures describe the cited week-to-week comparison; they are not a measure of Roy’s individual popularity or a sales result for the commercial.
Quick Recap
Best Value
- THIS IS THE LIMITED EDITION 2022 Budweiser STEIN (SERIES #43 ''Best Buds'') - This year's theme reminds us of the working relationship between Dogs and Horses. These best buds can be seen working together to deliver the traditional Budweiser trailer hitch (featured in the background) on a s y night in times long past.
- A Budweiser TRADITION FOR ALMOST A HALF CENTURY – In 1975 Budeweiser introduced ''THE BUD MAN'' mug. It met with so much fanfare that Budweiser started a tradition of creating these collectible artisanal ceramic Christmas beer mugs in 1979 to celebrate the winter holidays. 43 years later the tradition continues.
- 16 oz OF HAND HELD ART MADE IN GLASS - This is the perfect gift for anyone who collects vintage beer memorabilia. Perfect for anyone who loves a fine glass of lager, pilsner, porter, stout, IPA or even cola.
- EACH BOX HAS A CERTIFICATE OF AUTHENTICITY - Every stein is packed with care and includes a custom designed gift box and certificate of authenticity – the perfect holiday gift for any Bud or Bud Light fan.
- GOLD DETAILING OVERLAYING A RED TARTAN PLAID DESIGN - This mug screams with class from the KING of beers. The relief design helps bring life to this holiday tradition. Approximately 7'' Tall by 3.5'' Wide
Rank #4
- CELEBRATE THE 90TH ANNIVERSARY OF THE INTRODUCTION OF THE CLYDESDALES- On April 7, 1933, Auggie and Adolphus Busch gifted to their father a team of Clydesdale horses to celebrate the repeal of Prohibition! This present drove the father to tears and has since been the iconic symbol of the Anheuser Busch brand for 90 years.
- PURCHASE YOUR LIMITED 90TH ANNIVERARY “CLYDESDALE EDITION” MUG WHILE SUPPLIES LAST- Sure to sell out fast, once this edition sells out the molds will be broken. Featuring an image of the original horse team with fleece clad drivers and a close up of the original gift, this is a must have addition to any collectors showcase.
- EACH COLLECTORS BOX HAS A CERTIFICATE OF AUTHENTICITY - Every stein is packed with care and includes a custom designed gift box and certificate of authenticity – the perfect holiday gift for any Bud or Bud Light fan.
- REMARKABLE DETAIL IN THE IMAGING - Critics are in alignment that this 90th anniversary stein shows realistic detail and imaging that harkens back to artisanal craftsmanship. We take pride from the lessons learned in the early 20th century when people took time to appreciate the effort to create perfection; at Anheuser Busch we have taken the same pride in crafting the finest beers for almost 2 centuries.
- 16 OZ OF ARTISANAL QUALITY 3-D CERAMIC ART - This is the ideal gift for anyone who collects vintage beer memorabilia. Perfect for anyone who loves a fine glass of lager, pilsner, porter, stout, IPA or even cola.
What is known—and not known—about the animals
- Roy Hawn Russell’s identity and his connection to Hawn and Russell were publicly reported after the broadcast.
- The commercial features a team of Clydesdales, but the individual horses’ names were not documented in the available credits.
- Publicly available information cited for the spot does not establish its production budget or a complete set of animal handlers and trainers.
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